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This guide will explain the concept of ingredient branding, share ingredient brand best practices and ENERGY STAR consumer insights, and discuss strategic implications and opportunities for ENERGY STAR partners to maximize their partnership and drive business results.
In 2020, EPA developed ENERGY STAR customer segments using the latest data from Claritas, in order to support customer acquisition and retention efforts for likely and prospective customers. We identified households that are likely to have (savers) or intend (intenders) to purchase an energy saving appliance and gathered customer data related to several demographic and behavioral factors. We then analyzed this data to develop high-level findings and market, media, and messaging insights.
In 2020, EPA conducted phased qualitative research leveraging the customer segmentation data to explore attitudes, perceptions, and experiences with respect to the ENERGY STAR brand and its partners. We then synthesized the results to create stimuli that we tested to inform brand campaign messaging and look and feel.
With insights from consumer research, EPA developed Ingredient Brand campaign assets and media plan and enhanced graphics that partners can use to optimize the value of the ENERGY STAR brand for their products and programs.
Zip file includes partnership web banner/graphic to promote your organization’s commitment to helping customers save energy and protect the environment with ENERGY STAR. Available in 220x416 and 510x164.
Zip file includes jpg and EPS versions of ENERGY STAR promotional graphic to use where there is no certified product featured or a mix of certified and non-certified products, as well as where you are referencing ENERGY STAR in general. Available in horizontal and vertical versions.
